The Wicked Takeover: How Universal built a Pop Culture Phenomenon
Table of Contents
Back in 2024, Universal conjured a pink and green tornado that swept pop culture.
The Initial Surge
From themed drinks at Starbucks and dolls of Elphaba and glinda, to joint appearances by stars Cynthia Erivo and Ariana Grande at the Olympics and throughout a heavily-publicized press tour, “Wicked” was everywhere.
Accelerating the Marketing for “Wicked: For Good”
As the conclusion of the two-part film franchise heads to theaters at the end of the week, the marketing for “Wicked: For Good” has accelerated.
There are still themed Legos, but now also gain laundry scent boosters, Swiffers and Pottery Barn bedding. There was a “Wicked” night on rival network ABC’s “Dancing With the Stars” and a “Wicked: One Fantastic Night” musical event broadcast on NBC.
Building a Major Franchise
The complete takeover of culture was all part of Universal’s plan to build one of its biggest and most important franchises, which has already brought in nearly $759 million in worldwide box office revenue for the first film, not to mention the haul from merchandise sales, theme park tie-ins and other categories.
A Female-Focused Franchise
Beyond the immediate revenue, “Wicked” also gives universal a rare, female-focused franchise, an underserved audience, especially as so many recent films have been geared toward men.
Confidence Rooted in Broadway Success
The success of the Broadway play, which has run for more than two decades, gave Universal the confidence in its potential for the big screen, said David O’Connor, president of franchise management and brand strategy at Universal Pictures. He’s also been a fan of the stage production for years.
Key Takeaways
- Universal strategically leveraged the existing popularity of the Broadway show.
- The marketing campaign extended far beyond traditional movie promotion, encompassing diverse consumer products and television events.
- “Wicked” fills a gap in the market by offering a major franchise centered around female characters and audiences.
- The first film’s financial success ($759 million worldwide) demonstrates the franchise’s potential.
Publication Date: 2025/11/21 11:17:53